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Video roadmap event in indy 12:5:13

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  • 1. WE CREATE EMOTIONAL CONNECTIONS 
 THROUGH AUTHENTIC STORYTELLING BY PLANNING, PRODUCING AND 
 PRESENTING ONLINE VIDEO
  • 2. My brother can do really cool “wheelies” on his motorcycle!
  • 3. ! ! ! My brother can do really cool “wheelies” on his motorcycle! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.
  • 4. ! ! ! My brother can do really cool “wheelies” on his motorcycle! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend. Dad was showing off on his motorcycle in the local pub 
 parking lot when Dad’s not yet new girlfriend was walking 
 out to put more money in the parking meter. Stunned by 
 the ribbing the accelerator and popping up his front tire 
 really caught Shellie's eye since Mom, who is scared for 
 Jimmy’s safety, says that if he doesn’t stop soon Jimmy 
 with ultimately crash his motorcycle and get hurt real, real 
 bad. In reality, Mom really hates seeing him do wheelies 
 since it was those very same type of wheelies that attracted 
 Dad’s girlfriend to him. Dad was showing off on his motor
 cycle in the local pub parking lot when Dad’s not yet new 
 girlfriend was walking out to put more money in the parking 
 meter. Stunned by the ribbing the accelerator and popping 
 up his front tire really caught Shellie's eye since.
  • 5. ! ! ! My brother can do really cool “wheelies” on his motorcycle! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend. Dad was showing off on his motorcycle in the local pub 
 parking lot when Dad’s not yet new girlfriend was walking 
 out to put more money in the parking meter. Stunned by 
 the ribbing the accelerator and popping up his front tire 
 really caught Shellie's eye since Mom, who is scared for 
 Jimmy’s safety, says that if he doesn’t stop soon Jimmy 
 with ultimately crash his motorcycle and get hurt real, real 
 bad. In reality, Mom really hates seeing him do wheelies 
 since it was those very same type of wheelies that attracted 
 Dad’s girlfriend to him. Dad was showing off on his motor
 cycle in the local pub parking lot when Dad’s not yet new 
 girlfriend was walking out to put more money in the parking 
 meter. Stunned by the ribbing the accelerator and popping 
 up his front tire really caught Shellie's eye since.
  • 6. Let’s Get Uncomfortable: Find An Emotional Connection
  • 7. A baby elephant’s first time in the ocean….
  • 8. Emotional Connection = ACHIEVING COMMON GROUND Achieving Common Ground = Opening the door to TRUST & BELIEVABILITY!
  • 9. Trust & Believability = Positive Decision Making Without FEAR, UNCERTAINTY & DOUBT!
  • 10. Where’s the ROI? Without Story = $1.49 / With Story = $197.50
  • 11. What is the ROI of your Mother?
  • 12. WHAT DO YOU WANT VIDEO TO DO FOR YOU? “I want video to help me____________!”
  • 13. PLAN PRODUCE PRESENT PERSUADE
  • 14. PLAN PRODUCE PRESENT PERSUADE
  • 15. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  • 16. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  • 17. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST A plan for attaching video storytelling 
 to sales and marketing processes...
  • 18. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  • 19. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  • 20. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Where are they? ! 01: Fran 02: Dan ! ! 03: Claire 04: Bob ! ! ! ! ! Identify them by the stage of your sales cycle...
  • 21. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 22. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 23. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST FRAN: Why Story
  • 24. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST WHY DO YOU DO WHAT YOU DO?
  • 25. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 26. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST DAN: About Us Story
  • 27. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST WHAT NEEDS TO BE SUPER CLEAR?
  • 28. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 29. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST CLAIRE: Client Story
  • 30. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST WHAT DO YOU DO BEST?
  • 31. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE ≈ ! ? UNAWARE AWARE $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 32. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST BOB: Best Practices Story
  • 33. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST WHAT NEW THING ARE YOU EXCITED ABOUT?
  • 34. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  • 35. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST What is an Emotional Connection? Heart Data Distribution Personal
  • 36. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST SIMON SINEK: Start With Why
  • 37. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Facts & Data Gut Feeling
  • 38. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Why is Why important? Cart before the horse 02. Secondary Emotional Connection 01. Primary Emotional Connection
  • 39. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Horse before the cart... 02. Secondary Emotional Connection 01. Primary Emotional Connection
  • 40. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST
  • 41. WHAT WAS YOU’RE EMOTIONAL CONNECTION?
  • 42. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  • 43. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Think “How Aggressive?” Ongoing Conversation
  • 44. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST No recipe for the One Hit Wonder...
  • 45. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST How many views?
  • 46. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST 78,237,263 CONGRATULATIONS! You now know there are over 78 million people dumber than you...
  • 47. PLAN BOLT ON AUDIENCE EMOTION DELIVERY COST
  • 48. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST How much you got? Please provide a budget...
  • 49. PLAN BOLT ON : AUDIENCE : EMOTION : DELIVERY : COST Think Phone Bill! What can you spend monthly?
  • 50. PLAN PRODUCE PRESENT PERSUADE
  • 51. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  • 52. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  • 53. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER We actually CAN handle the truth...
  • 54. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  • 55. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  • 56. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER Story is the fastest way to achieve Common Ground
  • 57. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER What makes a Story? ? Question Journey Reflection Reward Story
  • 58. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  • 59. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  • 60. AUTHENTIC STORY CLIENT VS. VIEWER PRODUCE
  • 61. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER Client F Facts Data Compliance Viewer V Relevant Believable Reward
  • 62. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER Client F Facts Data Compliance Viewer V Relevant Believable Reward
  • 63. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  • 64. PRODUCE AUTHENTIC : STORY : CLIENT VS VIEWER
  • 65. PLAN PRODUCE PRESENT PERSUADE
  • 66. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  • 67. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  • 68. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Where next? What’s next?
  • 69. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  • 70. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  • 71. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  • 72. PRESENT DEEPER DIVE SOCIAL STORY CROSS DATABASE
  • 73. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE Who is your partner?
  • 74. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  • 75. PRESENT DEEPER DIVE : SOCIAL STORY : CROSS DATABASE
  • 76. PLAN PRODUCE PRESENT PERSUADE
  • 77. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  • 78. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  • 79. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU ! { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Claire Meet Bob FOUND SALES VIDEOS Meet Dan DIGEST CONFIRM BELIEVE ! { Getting permission to interrupt! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 80. PERSUADE MARKETING VIDEOS EXCUSE : ONGOING : NOT ABOUT YOU ! { Meet Trigger TOUCH DON’T CARE ONGOING CARE ence i Aud ift Sh Meet Fran Meet Claire Meet Bob FOUND SALES VIDEOS Meet Dan DIGEST CONFIRM BELIEVE ! { Getting permission to interrupt! ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 81. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU
  • 82. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Everyone Has A Blurry Space
  • 83. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU THE ARTICLES ! { Meet Trigger TOUCH DON’T CARE ence i Aud ift Sh Meet Fran THE ADS FOUND Mee Meet Dan DIGEST ! { ! AWARE ? CURIOUS CON ≈ I LIKE IT
  • 84. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  • 85. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆
  • 86. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU ✆ $
  • 87. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  • 88. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  • 89. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  • 90. PERSUADE 18 mn ✔ EXCUSE : ONGOING : NOT ABOUT YOU 4 weeks ✆ $
  • 91. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU 18 mn ✔ 4 weeks ▶ ▶ ▶ ▶ ✆ $
  • 92. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $
  • 93. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ ▶ ▶ ▶ ▶ 4 weeks ✆ $
  • 94. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  • 95. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU x 18 mn ✔ 4 ▶ ▶ ▶ ▶ 4 weeks ✆ $
  • 96. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Email Clicks WITH Embedded video Email Clicks WITHOUT Embedded video
  • 97. EXCUSE ONGOING NOT ABOUT YOU PERSUADE
  • 98. PERSUADE EXCUSE : ONGOING : NOT ABOUT YOU Who gets your permission to keep interrupting? To work... it can’t be about you. So get over it!
  • 99. AUDIENCE ALLOCATION E TO CUSRUPT EX R INTE Meet Trigger TOUCH DON’T CARE ONGOING CARE e ienc Aud ift Sh Meet Fran Meet Dan Meet Claire Meet Bob FOUND DIGEST CONFIRM BELIEVE AGE S ST ITY E SAL ONAL S PER r avio Behange Ch R YOURY STO ! ≈ ? AWARE CURIOUS $ I LIKE IT $$ I’M BUYING BUY AGAIN INTRODUCE TELL PROVE REINFORCE WHY ABOUT US CLIENT STORY BEST PRACTICES
  • 100. THE ARTICLES EXCUSE TO INTERRUPT THE ADS { { STORYBOOK 00: Earl E ENGAGE ONGOING INDUSTRY 01: Fran 02: Dan 03: Claire 04: Bob FIND DIGEST CONFIRM BELIEVE

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